I tried "arbitrarily scoring" with PR AI. A masterpiece press release from Yo-Ho Brewing
Hello.PR AI insider here.
While working in public relations, I develop and provide a service called "PR AI."
"If you score a press release with AI, wouldn't award-winning works get a perfect score?"
Driven by that question, in this "I tried 'arbitrarily scoring' with PR AI" series, I analyzed "Hidden Milestone Celebration by Yona Yona Ale" by Yo-Ho Brewing, which won the PR TIMES Press Release Awards 2023 Influence Award.
PR AI scoring result: 33 points / 60 points
Score by category
Topicality and trendiness: 3 / 10 points
Consumer perspective: 7 / 10 points
Evidence of data and achievements: 5 / 10 points
Appeal of the introduction: 6 / 10 points
Market impact: 4 / 10 points
Originality: 8 / 10 points
PR AI sets 30 points or more as the passing criteria (high probability of media coverage).
But, "Huh, that's surprisingly not that high."
Actually, I thought so too at first.
However, as I read through the release, I saw many points that made me understand, "So that's why this release won an award."
This time, along with the PR AI scoring results, I will explain the greatness of this release from a PR perspective.
AI's overall evaluation is "The concept is wonderful"
Here is the overall evaluation from PR AI.
Wonderful! There is a high possibility that it will be covered by the media ☺️
This project truly represents Yo-Ho Brewing's spirit of innovation! I felt that the unique concept of celebrating "hidden milestones" has the power to create a new culture. Also, by providing beer as a celebration tailored to life stages, it creates a wonderful opportunity to form new connections with customers.The specific details of the service and how to apply are clear, and it is explained well how participants can get involved. The gift settings are also concrete, and it is attractive that a solid gift is guaranteed to the participants. I hope this service, full of thoughtfulness and ideas, reaches even more people!
In other words, the AI also evaluates it as "The project itself is extremely attractive".
In fact, this project shines a light on life milestones that no one has celebrated before, such as "weaning," "the end of the terrible twos," and "the end of putting children to sleep."
Instead of selling beer, create a 'culture of celebration'.
It is packed with the brand philosophy typical of Yo-Ho Brewing.
Reasons why the score did not increase
Looking at the breakdown,
Topic potential: 3 points
Market impact: 4 points
Data: 5 points
This was the result.
For example, the AI comments that:
Having market data increases persuasiveness
Connecting with seasonality or trends would expand it further
It would be good to show the ripple effect on society
This is the comment.
This is because the PR AI is evaluating it based on 'a structure that is easily reported as a press release'.
In other words, it is grading from the perspective of 'How can we make it easier to get media coverage?'
Even so, this press release won an award.
So, why did it win?
I believe there is only one reason.
It is because it moved people's emotions.
Reading the release, this project is not just a 'beer giveaway campaign'.
It begins with the actual voice of a customer who canceled their subscription due to pregnancy or childbirth, saying,
“I look forward to the day I can drink it again.”
From there, it doesn't just end with “Let's celebrate weaning.”
“Graduating from the terrible twos”
“Graduating from bedtime routines”
“Graduating from making bento boxes”
Furthermore, it expands to
“Your own personal graduation.”
In other words,it is designing empathy, not just a product.
This is the greatest strength of this project.
“Brand identity” that AI cannot measure
PR AI objectively evaluates
information volume
structure
data
social relevance
originality
and so on.
On the other hand, it cannot yet fully quantify the atmosphere of
“I want to support this company because it's them”
or
“This feels like this brand.”
Yo-Ho Brewing has spent many years building a worldview of “making life a little richer” through their brand, “Yona Yona Ale.”
That is precisely why this project feels so natural.
In fact, they have the brand equity that makes people think, “That sounds like something Yo-Ho would do.”
This is a part that cannot be fully evaluated by AI alone.
PR AI is a “sparring partner,” not a “teacher.”
What I felt once again this time is that AI is not an entity that provides the correct answer.
PR AI is,
Is there a lack of data?
Does it convey social relevance?
Isn't the title weak?
It is extremely excellent as such a "checklist".
On the other hand, it does not deny brand philosophy or projects that move people's emotions.
The result of 33 points this time actually taught me that "there is value that cannot be measured by AI alone".
Summary
The scoring result this time was 33 points.
However, this release has won an award.
In other words,
a low score does not mean it is a bad release.
Conversely,
incorporating the improvements pointed out by AI, while humans ultimately polish the "emotions" and "brand identity."
Isn't that the ideal way to use AI for public relations in the future?
I would like to evolve PR AI not as an "AI that gives answers," but as a "partner that creates better press releases together with PR professionals."
If you are interested in "PR x AI," I would be happy if you could follow me.
Also, if you would like to "have your own release graded," please feel free to consult with us.
Free trials are also available, so please give it a try!